(4) Exposure Flashcards
Basic Psychological Processes
(=information processing process)
Marketing stimuli ->
1) Exposure
2) Attention
3) Perception
4) Attitude
-> Consumer response
Probability that an ad will be effective on choice: P(choice) = P(exposure) x P(attention) x P(perception) x P(positive attitude)
Exposure - Definition
The process by which consumers come into physical contact with marketing information
2 Types of exposure
Intentional
- consumer reports, brand websites, product manual
Accidental
- TV ads, Online ads, Store signs, Product displays, Samples
Various ways to maximize accidental exposure
- Ad repetition, visibility of design, store display and lay out, various channels
Various Channels - ATL vs. BTL
Above the Line
- Non-targeted marketing to reach a large audience
- Mass Media (TV, radio, magazine, newspaper)
- Pros: Wide reach, impact, brand awareness
Below the line
- Targeted marketing to reach a specific audience
- Direct Medium (Direct mailing, door-to-door, telemarketing, flyers & brochures, samples, sponsorship)
- Pros: customized messages, consumer loyalty, conversion
Integrated Exposure Channels
Company’s attempt to carefully integrate and ccoordinate its many exposure channels to
1) Deliver a clear, consistent, and compelling message about the product
2) Maximize the sales potential
- TTL, O2O, Triple Media
Through the line (TTL)
Integrate ATL & BTL to maximize the sales potential
- New media has the strengths of both ATL and BTL
- Internet today represents 52% of the ad market
O2O (Online to Offline)
Wlamart –> Shopping app
Amazon –> Amazon whole foods
Triple Media
Paid (strangers)
- (+) Impact, timing, control, immediate
- (-) Competition/cost, low response, low trust
Owned (customers) (ex: brand site or store display)
- (+) control, cost-effective, long-term use
- (-) high start-up cost, low trust
Earned (fans) (ex: blog)
- (+) high trust, transparent
- (-) low control, less immediate, risk for negative response
